Mastering the Balancing Act Between BX and CX

Why brand experience needs customer experience, and why modern brands can’t prevail on just one of them alone

Tightrope walker balancing

By Tomas Gonsorcik, Chief Strategy Officer, VMLY&R

The marketing industry is in a creative-effectiveness crisis.

Brands are seeing a systemic decline in "very large business effects," according to a recent report from the U.K.'s Institute of Practitioners in Advertising. The report, based on data collected between 2006 and 2018, concludes that a habitual focus on short-term gains, the digital-first obsession, and omnichannel personalization are to blame.

To break free of the trend, marketers will need to refocus on two crucial elements in marketing: brand experience (BX) and customer experience (CX).